Golf • Subscription • Loyalty • Booking
2024 — Present
Access by Troon
One Ecosystem for Troon Golf
Bringing the technology behind the world’s largest golf management company in-house—and connecting its courses and golfers through one platform.
Overview
Troon is the world’s largest golf management company, but its courses relied on disparate software to run their day-to-day operations. For golfers, every property felt like a different experience. We brought the technology in-house and built Access by Troon: one ecosystem connecting Troon courses and golfers through a shared account, booking, membership, commerce, and loyalty—golf’s answer to Hilton Honors or Marriott Bonvoy.
Approach
How the problem moved.
Mapped the golfer journey across independently operated courses, from discovery and booking through on-property experiences, membership, and rewards. This exposed where fragmented systems created friction for golfers and course teams alike.
Created a shared platform and design system that could unify the experience without erasing what made each property distinct. Common foundations gave product, engineering, and operations one language across web, mobile, email, and the course.
Redesigned the core booking flow. A tee time search looks simple: pick a course, pick a time. But underneath is real-time inventory, dynamic pricing, membership tiers, guest passes, loyalty point redemption, and rate restrictions. The challenge was making all of that complexity invisible.
Connected booking, membership, loyalty, and commerce around one golfer identity. Each interaction could now strengthen the larger relationship with Troon instead of ending at a single course or transaction.
Detail 01
From Properties to a Platform
The work was bigger than bringing a collection of screens into visual alignment. Access became the connective layer between Troon’s courses and the golfers who play them—turning separate property relationships into one continuous experience. A golfer could discover a new course, book a tee time, use membership benefits, and earn or redeem points without starting over at every property.
Detail 02
Designing for Scale
The portfolio spans resorts, private clubs, daily-fee facilities, and municipal courses, each with its own operating model. The system had to flex around those differences while still feeling unmistakably like Access. We built adaptive patterns for variable content, membership configurations, pricing, and local operations on top of a consistent shared foundation.
Detail 03
Commerce
Access extends beyond booking into a connected golf marketplace. The commerce experience brings equipment, apparel, technology, and accessories into the same ecosystem, giving members a clear way to shop, earn points, and carry the value of their membership into every purchase.
Detail 04
Membership & Loyalty
The Access membership is the core of the business. Designing the tier system meant balancing aspiration with clarity — members need to understand what they get, what they could get, and why upgrading matters. Points earning, redemption, tier status, renewal — each touchpoint had to reinforce value without overwhelming. The visual language uses subtle gradients and iconography to differentiate tiers while keeping the overall experience clean.
Outcomes
What changed.
One shared product ecosystem across Troon’s portfolio
A unified golfer account connecting booking, membership, and loyalty
A design system spanning web, mobile, email, and course touchpoints
An in-house platform foundation built to grow with the business